Absolute is the actual value of the clientele attraction... One option might be 3 and the other 5.
Relative is the difference between the current and the new clientele attraction so if it currently is 3 and the new one will be 5 then the relative difference is +2
Both can be useful, if you are completely designing a new look then you can use absolute to add up the values. If you just want a simple change, then relative will show you the difference between that and the current option.